Burberry Partners with Snapchat on Mr. Burberry Launch

Burberry's latest fragrance campaign marks two firsts for the brand. It's the first Discover special for a luxury brand on Snapchat. It's also the first time Snapcodes are being used to unlock fragrance and grooming content at retailers.

Fittingly, the cologne itself draws inspiration from the traditional—the brand's iconic, black trench coat. "Mr. Burberry is our most significant men’s fragrance to date," says Christopher Bailey, Burberry Chief Creative and CEO. "It is traditional yet irreverent, elegant without being pristine." In scent terms, that translates to a composition that smells both earthy and green. Perfumer Francis Kurkdjian is behind the Mr. Burberry blend, which he describes as "contemporary yet classically British in its structure." Notes include grapefruit, vetiver and guaiac wood. The bottle references the the brand's signature horn-look buttons and gabardine fabric. It's classic all the way.

To balance tradition with innovation, Burberry joins the list of luxury brands looking toward tech. Their dedicated channel launched earlier today on Snapchat, and features style and fragrance content, along with tailoring and grooming tips. You'll also be able to view a full-length director's cut and behind-the-scenes clips. The Mr. Burberry Discover channel will remain live for 24 hours in-app, but the brand is encouraging fans to continue unlocking the content for the next two months by scanning Burberry Snapcodes. These will be available at select retailers (Stateside, I'm told you can currently find them at Nordstrom).

Burberry focuses heavily on the sensuality of scent in the new campaign video, shot by director Steve McQueen. "I wanted to convey the idea of two people who are passionately in love, and go off on a dirty weekend," he says. "It’s that moment in a relationship where all you are thinking about is each other, and all you want is to be with each other.” The short film features actor and musician Josh Whitehouse, and model and actress Amber Anderson. The soundtrack, titled "I Won't Complain," is the work of singer-songwriter Benjamin Clementine.

I'm bringing you a behind-the-scenes look at the experts and entrepreneurs shaping the beauty and men's grooming industries, with an eye on luxury. As the former Beauty Features Editor at Teen Vogue, I expanded digital coverage to include discussions on the intersection of ...